The fashion and beauty industry has seen significant growth over the past few years, driven by a combination of factors such as the rise of e-commerce, increasing consumer interest in fashion and beauty, and the growing influence of social media.
The COVID pandemic had a major impact on every business to varying degrees on a global scale, and this industry is no exception. Since the fashion and beauty industries have been growing steadily for years now, professionals in the fashion or beauty fields actively seek out events where they may promote their goods and passion for the same.
Various fashion and beauty events scheduled for early 2020 were either postponed or canceled due to the impact of the COVID-19 pandemic. Nevertheless, organizers were able to leverage virtual platforms to deliver educational and networking opportunities for attendees, while maintaining engagement and interaction with industry stakeholders.
The time between early 2020 and the end of 2021 can be seen as the Covid period for this report. We compare pre-2020 and post-2021, as pre and post-period, to see where we are and the road ahead. 2022 saw a mix of virtual, in-person, and hybrid events coming to the forefront. With the increase in physical events mixed with virtual & hybrid formats, events became more accessible and allowed for greater collaboration between experts in the fashion and beauty sector.
FASHION AND BEAUTY EVENTS OVERVIEW
The fashion and beauty events industry has seen significant growth in recent years, leading to new opportunities for collaboration, networking, and innovation. With a growing focus on improving fashion trends, all research points towards continued growth in this sector for the foreseeable future.
Fashion and beauty events provide a platform for industry professionals to congregate, network, share knowledge and forge partnerships. In addition, these events offer a wealth of expertise and experience from around the world and facilitate networking. The COVID-19 pandemic significantly impacted events in this industry, as it highly relied on in-person product launches, displays, and relationship building. Adaptation took centre stage with sudden cancellation, postponement, or transition to virtual formats for all events.
However, in 2022, we saw events return to in-person formats in full force while some leveraged hybrid formats. This report will provide an overview of the number of events in the industry as a comparison metric to assess the events returning to normalcy post-covid and analyze them across several key regions and other relevant trends. The core focus of the report is to access pre vs covid status and the way forward.
(Note: The numbers of events reflect events captured on the 10Times platform across the regions. While not perfect, we expect it to be close to reality with less than a 10% standard deviation).
FASHION AND BEAUTY EVENTS TRENDS
As demonstrated by the information in Figure 1, a significant number of fashion and beauty events have been happening over the last five years, allowing attendees to connect and engage in business with leading industry innovators, companies, and designers.
Notably, since the outbreak of the COVID-19 pandemic, the number of fashion and beauty events has slightly decreased as indicated by the data in Figure 1. The global economy has been significantly impacted by the pandemic, resulting in job losses and financial difficulties for many individuals.
As a result, people may have less disposable income to allocate towards attending events or purchasing new products, leading to a potential decline in demand.
Despite the abrupt shift to virtual or hybrid delivery formats for events in 2020, the legitimacy of these gatherings did not diminish for fashion and beauty companies that had already incorporated them into their business strategies.
The following charts depict trends in fashion and beauty events within various countries, according to 10times data. The United States typically hosts a significantly larger number of B2B events compared to other regions.
FASHION AND BEAUTY TRADE SHOWS
As depicted in Figure 3, the number of Fashion and Beauty trade shows has declined in recent years. This is due to the impact of the pandemic, as fewer trade shows were held in 2022 compared to 2019. However, the Fashion and Beauty sector is expected to see a resurgence in 2023, with an increase in the number of events due to the rapid advancements and new trends in the industry. This provides an opportunity for businesses to keep up with the latest trends and capitalize on the growing demand for Fashion and Beauty products & services.
The data below illustrates the trend of fashion and beauty trade shows held in four major regions over the past five years (selected based on the number of events and audience size for this report).
The data shows that the number of fashion and beauty trade shows held in the USA has consistently been the highest among the five regions over the past five years. This suggests that the USA has a strong demand for such events and a constantly developing fashion and beauty industry.
Figure 4 illustrates the number of fashion and beauty trade shows held in the United States over the past five years. The country’s fashion and beauty events sector has not yet recovered from the pandemic, showing a stark contrast between the levels of 2019 and 2022.
Figure 5 illustrates the number of Fashion and Beauty trade shows held in the UK over the past five years. Unlike pre-covid events, which were primarily in-person, post-covid events incorporated in-person and virtual elements. The data indicates that the number of trade shows held in the UK post-pandemic is yet to surpass the amount from 2019.
Figure 6 illustrates the number of Fashion and Beauty trade shows held in Denmark for the past five years. After COVID, Denmark has hosted comparatively fewer Fashion and Beauty trade shows as of 2022 than before the pandemic. The growing demand for events is expected to increase as the country catches up with other regions in terms of industry/economy size and the number of large events.
Figure 7 illustrates the number of Fashion & Beauty trade shows held in India for the past five years. The country has broken the general trend of the top countries and the number of events has almost reached the pre covid era.
FASHION AND BEAUTY CONFERENCES
These figures show fashion and beauty conferences held in four major geographical regions over the past five years. Post-pandemic, the number of fashion and beauty conferences hosted has been similar to pre-pandemic levels for almost all countries. This seems to be due to the feasibility and acceptability of some conferences continuing as virtual only. Figure 8 shows the number of fashion and beauty conferences held during the past five years. Overall post-covid numbers are trend is expected to grow in 2023.
According to Figure 9, thousands of Auto and Automotive conferences have been held in the United States over the past five years. It is worth noting that many events scheduled for 2020 were postponed or cancelled due to the COVID-19 pandemic. As illustrated in Figure 9, the USA has yet to surpass 2019 in terms of the number of conferences held post-covid.
Figure 10 shows the trend of Fashion and Beauty conferences held in the UK in the past five years. The UK has hosted fewer conferences post-pandemic compared to pre-pandemic times.
Figure 11 shows the number of fashion and beauty conferences held in Denmark over the past five years. Denmark has shown a notable general trend in the last five years when the post covid numbers have doubled since the year 2019. The trend is expected to grow the same in the year 2023.
Figure 12 shows that India has hosted quite a few fashion and beauty conferences over the past five years. Although the number is lower compared to the US and UK, with the increased demand for industry conferences, the number of conferences is expected to grow and surpass the 2019 numbers in response to the growing demand for industry conferences.
NEW EVENTS HOSTED PRE-COVID VS. POST-COVID
The findings in Figure 13 indicate that in 2019 a large number of new fashion and beauty events were hosted globally. However, in 2022, the number of new events hosted has not kept pace with reached pre-covid levels. This is majorly due to existing events still coming back instead of demand for new event IPs being created.
The fall in the number of new events due to the pandemic is not unexpected, as many events were either cancelled or postponed. There are indications that the number of Fashion & Beauty events (old events getting rehosted and new events launched) in 2023 will increase, keeping pace with fast innovation in this sector.
EVENTS REHOSTED PRE-COVID VS. POST-COVID
When looking at the event hosting trends, it’s important to note that this number is affected by bi-annual. Additionally, event rehosting means hosting an event in the same city as its next edition. If the event gets hosted in a different city, as part of a moving event, it’s considered part of the event series but a different event on the 10Times platform.
As illustrated in Figure 14, overall around 90% of events were rehosted every year pre-covid. However, in 2022, this trend saw a minor change, with the percentage of rehosted events decreasing to 88.2%. This decrease in the percentage of rehosted events in 2022 can be attributed to various reasons.
One of the major reasons can be attributed to the fact that many event organizers, who earlier were not hosting new events, went ahead with hosting it virtually to leverage the cost advantage offered by the format.
REGION WISE SEARCH TRENDS FOR FASHION AND BEAUTY EVENTS
Fashion and beauty events attract visitors from different regions to network, exchange ideas, learn about market opportunities, and meet potential clients. Data shown in Figure 16 indicates that before the COVID-19 pandemic hit the world, most fashion and beauty events were searched in the Americas, followed by Asia and Europe, and then Africa.
Figure 17 illustrates that the percentage of people searching for fashion and beauty events in the Americas has dropped. Significant changes have been observed since the year 2019. Americas has lost around 8%, which Asia majorly gained.
COUNTRY WISE SEARCH TRENDS FOR FASHION AND BEAUTY EVENTS
The data in Figure 18 shows a percent breakdown across-region for searches by professionals for fashion and beauty events before the pandemic. The United States had the highest searches (61%), followed by India and other countries.
Figure 19 compares search percentages across major countries post-pandemic. Interestingly, individual participant search in the United States has dropped significantly (7%), which was further added to India.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY (USA)
Figure 20 shows that a significant percentage of individuals searching for fashion and beauty events from the United States are within the United States, unlike in other geographies, where the search seems higher for international events. The data in Figure 20 also indicates that the number of users searching for such events in 2022 is slightly less than in 2019, though the decrease is modest.
But, what should be noted is the local demand for events happening within the US instead of exploring external markets. We expect this percentage to change in coming years, as shown in other countries grow, and user sellers explore new markets.
PRE-COVID VS. POST-COVID USERS FROM THE USA LOOKING FOR EVENTS OUTSIDE
Figure 21 shows the pre and post-covid users from the US looking at events outside the USA. The below change in search patterns may indicate where US audiences are looking for potential investment opportunities. The disruption caused by the pandemic is reflected in these figures.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (INDIA)
Prior to the COVID-19 pandemic, 77% of Indian users, searched for fashion and beauty events being held within India.
As per Figure 22, the number of users looking for fashion and beauty events within India in 2022 has comparatively increased than the pre-covid level. It will be interesting to see if this trend continues. We can attribute this to a higher percentage of Indian companies exploring international events to sell or source from. Will more such big events get rehosted in India in 2023? This trend might reverse. But it would be interesting to keep a close eye on it.
PRE-COVID VS. POST-COVID USERS FROM INDIA LOOKING FOR EVENTS OUTSIDE
Fashion and beauty events outside India have been attracting an increasing number of visitors from India before the COVID-19 outbreak. Figure 23 shows the pre- and post-covid users from India looking at events outside India. Two major points stand out. First, this sector’s demand for events in China has dropped drastically.
It could be temporary due to China’s covid restrictions and policies, but this demand might take a while to reverse. On the other hand, there is another significant decrease in the percentage share for the United States. It is strange to witness, as America has been the top key player for many years. Lastly, UAE and Italy have shown a massive uplift in their numbers.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN THE (UK)
Figure 24 shows that 76.1% of users were looking for fashion and beauty events in the UK before covid-19.
In 2022, fashion and beauty event searches within the UK dropped and were slightly lower than pre-covid levels, as shown in Figure 24. But overall, we can say it’s an even split. Massive 74.8% of the users from the UK search for events locally, while others explore international markets. (Note: It would be worth exploring how this compares with other EU countries.)
PRE-COVID VS. POST-COVID USERS FROM THE UK LOOKING FOR EVENTS OUTSIDE
Users from the UK actively search for fashion and beauty events within the country. Figure 25 shows the pre and post-covid users from the UK looking at events outside the UK. Countries like the US, China, India, and France have dropped even below pre pandemic levels. Only Germany and Italy have observed a positive trend among all the countries. Regarding search percentage for fashion and beauty events, Italy was the top choice for users in the United Kingdom both pre- and post-covid. Besides Italy, user search from the UK seems well spread across regions, and no major percent change in demand has been seen.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (ITALY)
In 2022, fashion and beauty event searches by Italian users within Italy dropped compared to the pre-pandemic percentage, as shown in Figure 26. Italy is renowned for its fashion and beauty industry, which has a long and rich history. Italian fashion is known for its classic and elegant style, as well as its innovative and avant-garde designs. The industry is a major contributor to the Italian economy and employs thousands of people across the country.
PRE-COVID VS. POST-COVID USERS FROM ITALY LOOKING FOR EVENTS OUTSIDE
Figure 27 shows pre- and post-covid users from Italy searching for fashion and beauty events outside the country. What’s notable here is signs of an increase in interest in events happening in France, German, and Spain. It would be interesting to note if any specific events caused this upsurge or if it is a long-term trend.
We should also watch will China’s opening up would affect the percent spread in 2023, as China lost almost all traffic in 2022. Italy seems to be highly dependent on France events in this sector, with over 20% of users searching for events there consistently.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (CANADA)
Before the COVID-19 pandemic, approximately 69% of fashion and beauty professionals from Canada were seeking events within the country. As depicted in Figure 28, the percentage of users searching for fashion and beauty events has decreased in 2022 from the pre-pandemic search percentage. It is an interesting trend with a significant change in pattern. Would Canadian users continue to lower their demand for local events over shows in other regions, or is it a temporary trend? It would be worth tracking.
PRE-COVID VS. POST-COVID USERS FROM CANADA LOOKING FOR EVENTS OUTSIDE
As per the data shown in Figure 29, a significant number of fashion and beauty professionals from Canada have been searching for events outside the country to meet global manufacturers, suppliers, and distributors of textiles, apparel, and other items. If we look closely, there seem to be some interesting changes in user demand in Canada. Putting aside numbers from Hong Kong and China (fall-out), the USA has surpassed 50% of demand post-covid.
SEARCH QUERIES USED BY USERS TO FIND FASHION AND BEAUTY EVENTS
During the past year, various search queries were used by users to find fashion and beauty events. Our research found that the most frequently searched terms were “beauty expo,” “beauty events,” “fashion expo,” “fashion events,” “beauty show,” and “fashion trade show.” Users looking for events in the fashion and beauty sector were particularly searching for beauty expos. The data suggests that users utilized different queries to discover events pertinent to their specific interests and requirements within the industry.
(Note: Interesting trends can emerge if we look closely at sub-sectors and remove the obvious keywords mentioned above.)
FASHION AND BEAUTY EXHIBITORS
From global manufacturers to renowned designers, fashion and beauty industry professionals actively look for industry events to showcase their innovative products & ideas. The fashion and pharma events cover the end-to-end supply chain and allow exhibitors to meet key industry stakeholders, investors, etc., from every area of the fashion and beauty industry.
COVID-19 led to a significant decline in demand in exhibitors’ inquiries for fashion and beauty events during the last three years. However, we see demand slowly crawling back up in 2022 and expect it to rise significantly in 2019. Some internal hypotheses we have internally are:
1. Exhibitors already paid for 2020 shows in 2019 (which for rescheduled).
2. Not enough new companies are still looking at events as a viable marketing channel.
Overall, the decrease in fashion and beauty event exhibitors in 2022 is not unexpected, given the effects of the pandemic. While this decrease may be a temporary setback, it is imperative to note that the fashion and beauty events industry is resilient and continues to innovate and adapt to the changing landscape. While the overall count has not reached 2019 numbers, fashion and beauty events are expected to rebound and meet 2019 numbers in 2023.
Disclaimer: All data, statistics, and metrics used in the report are collected and obtained from 10times.
CONCLUSION
Despite the obstacles presented by the COVID-19 pandemic, the fashion and beauty event industry has demonstrated its capability to adapt. The number of events held in 2022 is still chasing the pre-pandemic levels in most regions. Our research indicates that the top five countries that hosted the most beauty and fashion events were the United States, the United Kingdom, India, Denmark, and Canada. Most of these regions have not fully recovered with respect to the number of events held before the pandemic.
Search trends also indicate that post-pandemic, users are primarily searching for fashion and beauty events within their own countries due to concerns about health and safety, uncertainty surrounding COVID-19, and travel restrictions. The United States has emerged as a top destination for events outside of a user’s home country, with the highest number of searches for fashion and beauty events from other countries. As the events landscape continues to evolve, the demands of attendees remain unchanged and may even have increased. As a result, event organizers must be proficient in various formats and tools to deliver events that meet elevated expectations.
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